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Who's Responsibility Is the Conversion Rate?

In spite of all the many ways there are to promote your business today, it doesn't do any good if you can't ultimately engage the prospect in a dialog about his needs and problems in the context of his willingness to pay you to solve them. So, what needs to be done?

First,it would be nice, by the way, if the prospect was a decision maker, or at least an influencer.

So, providing him with information, if there's no intent or ability to buy, is just a waste of time and money. And improving metrics that don't connect directly to sales is delusional. Your marketing process must account for the conversion of the contact into an appointment. Otherwise it's just shouting in an empty room.

And putting the burden on your salespeople to convert "junk" leads into opportunities doesn't solve the problem either. It merely shifts the cost to them - sometimes perniciously so.

In short, if the marketing department designed the program, then the cost of conversion is theirs to bear. At LeadGen, generating qualified sales leads and getting you in the door - whether we do it or we help you do it - is what we're all about.

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